marketing - Industrial Engineering

CHAPTE ... •••
CREATING CUSTOMER
VALUE, SATISFACTION,
AND LOYALTY
Today, companies face their toughest competition ever. Moving from
a product-and-sales philosophy to a holistic marketing philosophy,
however, gives thema better chance of outperforming competition.
And the cornerstone of a well-conceived marketing orientation is
strong customer relationships. Marketers must connect with customers-informing,engaging,
and maybe even el.,ergizing them in
the process. John Chambers, CEO of Cisco Systems, put it well when
he said to "Make your customer the center ·of your culture."
Customer-centered companies are adept at building customer relationships,
not just products; they are skilled;n market engineering,
not just product engineering;
lTI
he Ritz-Carl.ton hotel chain, owned bY. M.wiott InternaHona/, i,
known throughout the world for: its singular focus on providing
guests with luxurious amenities and exceptional service. This
customer-centered approach is expressed by thee company's motto:"We are
ladies and gentlemen s~rving ladies andgentlemen. " Guest~ at any of the 62
Ritz-Carlton hotels in 21 co~ntries
notice the brand's famed personal touch
immediately upon checking in,. when they are greeted by name; To ensure
guests' total experience at the hotel is of the utmost quality, Ritz-Carlton creates
a daily "ServiceQuality Index" (SQI) at each of its locations/so employees
can continually monitor key guest service processes and swiftly address.
potential problem areas. At the brand's corporate headquarters in Maryland, > ».
RItz-Carltan's fOCliS on IL guests helped i
win the prestigious Baldrige award twice a fJ
paced It among rIe Ton 20 in the Brand
Kys Customer L yally Index.
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